MILAN — A string of luxury and designer brands are trying their utmost to excite consumers in one of the toughest holiday seasons in years, introducing exclusive products in the hope that tightfisted shoppers will open their wallets in the final week before Christmas.
This story first appeared in the December 19, 2008 issue of WWD. Subscribe Today.
Among the products introduced are:
Prada: Forget those anonymous hand-scribbled gift certificates. Prada has created a gold metal credit card with the brand’s crest and the sum the recipient can spend in any Prada store worldwide. There are four versions in varying amounts, from 250 euros, or $355, to 5,000 euros, or $6,420.
Tod’s: Propelled by the success of its metal and leather bangles, Tod’s is beefing up its costume jewelry offerings with sterling silver and multicolored leather. The chokers feature charms and glass decorations. Each piece is hand-stitched using napa, patent leather, crocodile or python and retail for 350 euros, or $450.
Fendi: High fashion meets high definition with Fendi’s latest undertaking. Beginning Saturday, subscribers of the Italian pay-TV service Sky, owned by Rupert Murdoch’s News Corp., can click on sky.it/fendi and punch in a request to buy a limited edition “MySkyHD wears Fendi” decoder complete with a logoed Fendi cover-up bearing the house’s brown and black F logo. The decoder costs 250 euros, or $355, with 50 percent of proceeds from the edition of 1,000 donated to Child Priority to support the future of children in Africa.
Moët & Chandon: The legendary Champagne maker has created limited edition bottles of its iconic Brut Imperial that can be personalized with words or messages spelled out with Swarovski crystals. The service is available this month in a temporary corner inside the trendy 10 Corso Como store here and at other select venues such as the Atelier Moët in Paris’ Les Galeries Lafayette, at Isolee in Madrid and inside the Four Seasons in Macau. Prices for the Champagne in Milan run from $95 for a 750-ml. bottle to $190 for magnums, but vary in other temporary stores.
Rosato: Probably better known outside Italy for its ad images with Demi Moore and Elizabeth Hurley, the jewelry company is banking on its buy-one-wear-three formula of earrings, a wire necklace with a pendant and a ring with interchangeable stones. Depending on the look of the day, you can choose among a pink quartz, a light blue topaz or a rock crystal that are part of the package and position the stone into the rose gold wreathed setting adorned with tiny hearts, clovers and horns. Prices span from 550 euros, or $706, to 1,100 euros, or $1,412.